Banner Blunder

A seldom-considered Internet dilemma — those embarrassing rotating ad banners.

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Last week the Los Angeles Times unwittingly juxtaposed an ad banner demanding that readers “Follow that Fool!” above a photo of somber Zairean man being marched to his death by rebel soldiers just “moments before execution.” And while this is one of the worst ad blunders we’ve yet seen on the Web, the advertising schemes used by most Web sites (including the MoJo Wire) insure there’ll be plenty more instances like it.

Moments Before
Execution

Magazine and newspaper editors traditionally are wary of putting advertisements and editorial content at odds. But, because struggling online publications want to claim “increased exposure” to their sponsors, many Web sites rotate their advertisements. As a result, the same page might display a different sponsor’s logo each time it’s loaded.

The rotation is automated, so Web editors don’t have much say over placement. And, as the Times demonstrated with the ad for the Motley Fools Web site, the results can be tres unfortunate.

Adding to the confusion, the Times‘ “Featured Photo” pages, unlike those on the rest of the site, lack the thin rule below ad banners that separates them from the site’s content — giving a cutesy ad the look of a hideous headline.

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“Lying.” “Disgusting.” “Scum.” “Slime.” “Corrupt.” “Enemy of the people.” Donald Trump has always made clear what he thinks of journalists. And it’s plain now that his administration intends to do everything it can to stop journalists from reporting things they don’t like—which is most things that are true.

No one gets to tell Mother Jones what to publish or not publish, because no one owns our fiercely independent newsroom. But that also means we need to directly raise the resources it takes to keep our journalism alive. There’s only one way for that to happen, and it’s readers like you stepping up. Please help with a donation today if you can—even a few bucks will make a real difference. A monthly gift would be incredible.

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